opleiding karavaan 20 april 2013: motieven en beleving van toeristen en nieuwe media op reis

mo#even  en  beleving  van  toeristen  en  nieuwe  media  op  reis  

J.  Bryon,  20.04.2013  Karavaan  

Jeroen Bryon, 20.04.2013

exceed your tourists’ expectations!

get to know your tourist!put the tourist at the heart of your trip!

offer a transforming experience!

connect with your customer!

 Toerisme  is  de  industrie  

die  (poten/ële)  bezoekers  brengt  bij  de  bronnen  van  beleving  

From:  Page  &  Connell  (2006:  186)  

Economie  

Socio-­‐cultureel  

Technologie  

Geopoli4ek  

Ecologie  

Demografie  

exceed your tourists’ expectations!

get to know your tourist!put the tourist at the heart of your trip!

offer a transforming experience!

connect with your customer!

the  long  tail  (Chris  Anderson)  

Segmenta#on  methods  Method   Descrip4on   Example  

Geographic   Local,  regional,  na#onal,  interna#onal  

Regional  versus  na#onal  visitors  

Demographic   Gender,  ethnicity,  age,  family  stage,  income,  occupa#on  

Single  professional  Asian  women,  ages  22-­‐35,  with  incomes  over  $75,000  

Psychographic   Values,  lifestyle,  social  class   Independent,  adventuruous  tourists  interested  in  winter  sports  

Usage   Business  travelers,  those  visi#ng  family/friends,  day/weekend  tourists,  tradi#onal  vaca#oners  

Business  travelers  who  wish  to  add  addi#onal  ac#vi#es  to  their  agenda  while  visi#ng  

From:  Kolb  (2006:  109)  

moeder  waarom  reizen  wij?  

From:  Toerisme  Vlaanderen  (s.d.:  18)  

beschrijf  de  (arche)typische  Joker-­‐reiziger  

exceed your tourists’ expectations!

get to know your tourist!put the tourist at the heart of your trip!

offer a transforming experience!

engage with your customer!

Ego needs Social needs

Security needs

Biological/physiological needs

Self-­‐actualisa4on  /  fulfillment  

From:  Maslow  (1970)  

Need   Descrip4on   Rela4on  to  tourism  

Physiological   Food,  clothing,  shelter,  and  other  basic  necessi#es  

Dining  establishments  Grocery  stores  Suites  with  cooking  facili#es  Barbeques  at  campgrounds  Hotel,  motel,  B&B’s  Public  toilet  facili#es  

Security   Personal  safety  and  sense  of  well-­‐being  

Phone  numer  to  summon  police  Private  security  guards  Guides  on  streets  Informa#on  center  Signage  Safe  transporta#on  

Belonging   Need  to  feel  welcome  and  part  of  a  group  

Friendliness  of  community  Gree#ngs  from  store  owners  Ethnic  community  outreach  Social  ac#vi#es  Nightlife  tours  Roman#c  ac#vi#es  

Self-­‐esteem   Need  to  feel  special  and  unique   Unique  ac#vi#es  not  found  elsewhere  Status  events  with  limited  availability  Celebrity  contact  Opportunity  for  lessons  

Self-­‐actualiza#on   Need  to  feel  they  are  the  best  person  they  can  be  

Par#cipa#on  in  lessons  with  professionals  Opportunity  to  volunteer  for  worthy  cause  

From:  Kolb  (2006:  143)  

Be  relevant.  Or  exclusive.  

Immerse.  Mul4-­‐sensorially.  

 61  

 62  

Go  local.  Really  local.  

Go  local.  Really  local.  

Immerse.  Mul4-­‐sensorially.  

Be  relevant.  Or  exclusive.  

make  it    meaningful  

grondstoffen  

goederen  

diensten  

betekenis  

beleving  

Based  on  Pine  &  Gilmore  (1999)  

de  chocolade  progressie  

exceed your tourists’ expectations!

get to know your tourist!put the tourist at the heart of your trip!

offer a memorable experience!

connect with your customer!

INTRO  

Jeroen Bryon, 20.04.2013

©  hfp://www.melvin-­‐online.nl/seo-­‐social-­‐media/    

• general  (wikipedia,  …)  • niche  (wikitravel,  …)  wikis  • social  (facebook,  myspace,  google+,  …)  • niches  (linkedin,  ecademy,  xing,  …)  networks  • media/content  (youtube/vimeo,  flickr/picasa,  slideshare,  instagram…)  • preferences  &  bookmarks  (last.fm,  delicious,  digg,  …)  sharing  • blogs  (wordpress,  blogger,  …)  • micro-­‐blogs  (twifer,  plazes,  jaiku,  …)  blogging  • check-­‐in  &  explore  (foursquare,  (gowalla),  places,  …)  • trips  (tripit,  tripline,  triposo,  gogobot,  …)  loca#on  • products  &  services  (amazon,  …)  • loca#on  (yelp,  tripadvisor,  google  hotpot…)  recommend  • stories  (tumblr,  storify,  …)  • mash-­‐ups  (qwiki,  ebooker  explore,  …)  aggregate  

SOME  EXAMPLES  

Jeroen Bryon, 20.04.2013

MOBILE  

Jeroen Bryon, 20.04.2013

Bron:  GSM:  Global  survey  mobile  –  barometer  (2011)  

INSPIRATION  

Jeroen Bryon, 20.04.2013

how can you use all this?

Pre   During   Post    

(social)  search  

connect    &  engage  

share  

“In  the  past  you  were  what  you  owned.    

 Now  you  are  what  you  share.”        

(Charles  LeadbeUer)    

Jeroen Bryon, 20.04.2013

@jeroenbryon  

Jeroen  Bryon  

jeroenbryon  

jeroenbryon    

Jeroen Bryon, 20.04.2013